<![CDATA[Background: Digital transformation in the automotive industry increasingly integrates digital and physical customer journeys through Online-to-Offline (O2O) services. In Astra Motor’s Motorku X ecosystem, loyalty depends on whether digital convenience is translated into consistent service quality across application and dealership interactions. Objective: This study examines the structural relationships among corporate image, customer expectation, perceived quality, perceived value, customer satisfaction, and brand loyalty in the Astra Motor O2O ecosystem. Methods: A quantitative cross-sectional survey was analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The analysis used 385 Motorku X users who had completed at least one O2O transaction and met the study’s eligibility criteria. Measurement validity, indicator reliability, collinearity, and bootstrapped structural relationships were evaluated. Results: Corporate image and perceived quality significantly increased customer expectation. Perceived quality also significantly increased perceived value and customer satisfaction, while customer satisfaction significantly increased brand loyalty. Corporate image did not significantly affect perceived value or customer satisfaction; customer expectation did not significantly affect perceived value; and perceived value showed a positive but marginally non-significant relationship with customer satisfaction (p = 0.061). Conclusion: The findings indicate that consistent perceived quality across the O2O journey is central to customer evaluation, while customer satisfaction is the direct antecedent of brand loyalty. Corporate image primarily shapes expectations rather than directly determining value or satisfaction.]]>
